Cold Abstraction -- Creative Thinking of Copywriting for Functional Demands: Creative Thinking of Copywriting for Functional Demands

Author: Zhu Haisheng
Publisher:
Publish Date: 2003-08-01
Features: This book presents brand-new perspectives on advertising creative theory, including: abstraction as the essence of humanity, beauty as the driving force of abstraction; the distinction between holistic and reductionist thinking, and complex and simplified thinking; the presence of hot abstraction within cold abstraction and vice versa; the characteristics of inspiration and creative style, etc.